Scroll through Instagram, and you can bet that any eye-catching floral installation - at a high profile fashion event, say - will be the work of Whitney Bromberg Hawkings.
The founder of FLOWERBX, aka the “Net-A-Porter of flowers”, Bromberg Hawkings has an enviable CV. Fresh out of college, the Texan native escaped to Paris and landed a job as assistant to Tom Ford. After a 19-year stint, she left the company as Senior Vice President of Communications in 2016 to set up her own business. With FLOWERBX, Hawkings set out to harness the “power of flowers” supplying the freshest blooms to private and corporate clients, and creating visionary floral “tablescapes” for industry events. Launched in London, her online floristry quickly expanded across Europe and its arrival this month in New York [May 2019] was heralded by The New York Times, Wall Street Journal and Business of Fashion.
We tracked down the mum-of-three for a 60-second (-ish) snapshot of life as a floral entrepreneur and get her tips on making our bouquets last longer...
Your perfect day is... A day in the country with my husband, children, and puppy, Ursua.
The book everyone should read is... Shoe Dog by Phil Knight who is the founder of Nike.
Guiltiest pleasure... Red wine.
Love of your life... My husband, Peter.
Your go-to bouquet... Depends on the season! In Spring, it's Peonies, in Summer it's Dahlias, in Autumn it's Ranunculi, but always single-stem bunches with no filler or fuss.
Favourite place in the world (and why)… I love our cottage in the Cotswolds as it really is the perfect place for me to escape and reconnect with my family every weekend. All we do there is sleep, eat, and BREATHE...
Best advice you've been given (and by whom)... Advice from my old boss, Tom Ford: Never hire anyone you don’t want to have dinner with.
Wardrobe weakness… SHOES!
In my bag… Fracas perfume, mints, a Papier notebook and pen, measuring tape and FLOWERBX floral scissors.
Secret to running a good business… Hiring a great team.
Go-to uniform… Re-done jeans, a white t-shirt and a tailored blazer by Saint Laurent or Tom Ford with Gianvito Rossi 7mm heels.
How you take a moment for yourself… Our weekends in the country are sacred and, no matter how crazy the week is, it is where I unfailingly escape and unwind.
1. Cut stems at a diagonal when you receive your flowers
2. Change water and retrim stems every day
3. Keep in a cool spot, away from drafts or direct sunlight
4. Order from FLOWERBX, as our bouquets are up to a week fresher than those from local florists!